Affiliate attribution is more than just a backend technicality. If you're running a SaaS affiliate program, it's one of the most strategic decisions you’ll make.
Why?
Because it decides who gets paid—and that directly impacts the kind of affiliates you attract, the content they create, and the way your affiliate marketing program grows.
So, who should get the credit when someone buys your product?
The affiliate who sparked the first click? Or the one who finally closed the deal? We'll help you make that decision.
This article breaks down the two most common affiliate attribution models: first touch and last touch attribution.
Let’s discover their differences, advantages, and disadvantages, so you can make a strategic choice for you and your affiliates.
TL;DR: First Touch vs. Last Touch Attribution - Affiliate Attribution Models
Let’s say a potential customer discovers your tool on Affiliate A’s blog post.
Two weeks later, they see a comparison video from Affiliate B.
And right before buying, they search for a promo code and click through Affiliate C’s coupon page.
So, who gets the commission?
- With first touch, it’s Affiliate A.
- With last touch, it’s Affiliate C.
First touch attribution gives credit to the affiliate who started the customer journey—the one who first brought someone to your site. Last touch credits the one who closed the deal.
Both models are simple, but they drive very different affiliate behaviors.
In a nutshell, here’s how first click attribution differs from last touch attribution for affiliate marketing use cases.
Your Attribution Model Is Linked to Your Growth Strategy
One way or another, affiliate attribution makes sure someone is getting paid.
But attribution isn’t just about where the cookie lands. It’s a reflection of what you value:
- First touch affiliate attribution is for teams that care about getting discovered. It rewards the affiliate who introduced your product.
- Last touch affiliate attribution is for teams that care about closing. It rewards the affiliate who drove the final conversion.
Choosing one over the other attribution model is ultimately about aligning your affiliate incentives with your business goals and where your business currently stands.
This shapes who join your program, the effort they'll put in, and what kind of behaviour they'll optimize for.
Moreover, the affiliate attribution models will attract different types of affiliates.
First touch attracts storytellers and educators. Last touch draws in closers and deal-hunters.
Both can be valuable, but you need to be intentional about what kind of partner you want to reward.
Let's take a closer look at each affiliate marketing attribution model and its pros and cons.
First Touch Attribution: Reward the Spark
First touch affiliate attribution gives 100% of the credit to the first affiliate who referred the customer—as long as it’s within your set attribution window (say, 30 or 90 days).
Pros of First Touch Attribution - Why Choose This Attribution Model
- You want to reward awareness and early interest. First touch favors creators who drive discovery. Think SEO blogs, YouTube explainers, and newsletter writers who do the heavy lifting of introducing your brand.
- Your sales cycle is long. In SaaS, purchase decisions can stretch over weeks or even months. First touch affiliate attribution recognizes the affiliate who started that journey.
- Your affiliates are content creators. They invest time in creating detailed guides and reviews. First touch attribution gives them confidence that their work won’t be undercut by a last-minute discount code.
- You want to avoid commission hijacking. Coupon sites often scoop up conversions right at checkout. First touch helps neutralize that.
- You're building brand awareness. This model encourages affiliates to explain your product clearly, position it well, and build trust early.
Cons of First Touch Attribution - Why This Attribution Model Isn't Ideal
- You care more about immediate revenue. First touch isn’t always the most revenue-efficient in the short term.
- You want to reward closers. Affiliates who excel at getting someone to click “buy now” might feel like your affiliate program wouldn't benefit them.
- Your customer journey is fast. If people buy within hours or days, first touch attribution might credit someone who had little actual influence.
- Attribution can get tricky. You’ll need to store and track that first-touch attribution data for longer, which introduces complexity.
- It can discourage bottom-of-funnel activity. Affiliates who focus on retargeting, email flows, or conversion optimization might lose motivation.
In short, the first touch affiliate attribution model makes the most sense if that first touchpoint is the most valuable to you.
For instance, if you're aiming to grow your brand recognition and expand your user base through the acquisition of new customers.
The first touch affiliate attribution is perfect for a top-of-funnel marketing strategy.
Last Touch Attribution: Reward the Closer
Last touch affiliate attribution gives 100% of the commission to the last affiliate the customer clicked before converting.
Pros of Last Touch Attribution - Why Choose This Attribution Model
- You want to optimize for conversions. Last touch attribution aligns perfectly with bottom-line metrics like trial signups or paid upgrades.
- Your goal is to grow revenue not reach. If brand awareness isn’t a bottleneck for you, it makes sense to focus on affiliates who can close.
- You're working with deal or performance affiliates. These partners thrive under last touch attribution model. They know how to create urgency, craft offers, and nudge users over the line.
- It’s easier to track. Last touch attribution is technically simpler. You just record the last referrer before a purchase.
Cons of Last Touch Attribution - Why This Attribution Model Isn't Ideal
- It can devalue content creators. Someone who introduced your product might get nothing if another affiliate swoops in later.
- Coupon sites can dominate. They often show up last, even when they didn’t influence the decision.
- You risk creating a race to the bottom. Affiliates might get more aggressive to ensure they’re the last click.
- It encourages short-term tactics. You may get fewer long-form reviews and more flash deals.
In short, use the last touch affiliate attribution model if you already have a healthy reach and need affiliates to inject that trust and authority in your funnel that leads to conversion.
You are focusing on the bottom part of your funnel above anything.
Matching Your Attribution Model to Your Marketing Funnel
As mentioned before, the type of attribution model you choose will likely impact what type of content your affiliates should be focusing on.
Here is what works best in general based on your focus:
- Top of funnel → First touch → Bloggers, educators, SEO content
- Mid-funnel → Mixed models → Comparison posts, tutorial videos
- Bottom of funnel → Last touch → Coupons, retargeting, email push
And if you’re in the middle? You’ll want to think carefully about where the drop-off happens in your user journey, which touchpoint deserves more weight, and adjust your content accordingly.
Which Types of Affiliates Work Best for Each Attribution Model?
Some affiliates are natural deal closers, whereas others are great at inspiring and informing an audience (to get your brand name out there).
With that in mind, it's important you choose affiliates that match the type of attribution you will be offering.
Content Creators and Educators
- These affiliates do the heavy lifting early on. They produce blog posts, tutorials, and explainers—assets that help build your brand. First touch attribution acknowledges that work.
- If you use last touch, they might feel sidelined or under-rewarded, which could reduce their motivation to promote you consistently.
Review and Comparison Sites
- These affiliates sit somewhere in the middle. They can drive discovery and conversion. They tend to adapt based on your model. With the first touch, they’ll focus on evergreen content. With the last touch, they might update CTAs, build landing pages, and tweak for urgency.
Coupon and Deal Sites
- These affiliates are all about last-minute conversions. They thrive under the last touch attribution, where the focus is on capturing intent right before purchase.
- If you run a first touch attribution model, they might not bother adding your program unless they also have educational content to support discovery.
Related: How to recruit the best affiliates in the tech space - best practices.
Checklist: Which Model Fits Your SaaS Affiliate Program?
We know it can be a lot to digest, and making the decision isn’t easy.
This checklist can help you decide which affiliate marketing attribution works best for your SaaS affiliate program needs.
Don’t be afraid to reassess. Your ideal attribution model today might not be the same six months from now. The goal is to align incentives with what your business actually needs.
What if You Want Both Affiliate Attribution Models?
The good news is, you’re not locked in forever.
Different affiliate management software offers different affiliate marketing attribution systems.
Some may offer only one, while others, such as Rewardful, offer both first touch and last touch attribution.
This allows you to switch, test, and iterate as your program evolves.
We recommend to do the following if you decide to switch your attribution models:
- Tell your affiliates. Changes in the attribution system affect their income. So, always keep them in the loop.
- Give them time. Let creators adapt their strategy or content before the switch goes live.
- Watch performance. Use a 30 to 90-day window to compare how affiliate traffic, conversions, and content change post-switch.
You can even segment affiliates manually to build a flexible affiliate program that scales as your business evolves.
For example, content creators with first click attribution and coupon sites with last touch attribution.
The Right Affiliate Attribution Model Will Give You Momentum
There’s no one “right” attribution model for everyone—but there is a right one for your stage, strategy, and affiliate mix. Whether it is the first touch or last touch attribution, it all depends on your affiliate marketing goals.
Just remember that…
- Affiliate attribution isn’t neutral. It incentivizes certain behaviors.
- It affects what kind of content gets created and what kind doesn’t.
- You can change your attribution model as your goals evolve.
With Rewardful, choosing the model that works for you is easy—and the flexibility lets you build the kind of affiliate program that actually works for your business.
Curious how it plays out in real life?
Configure the ideal affiliate attribution model for your program with Rewardful in a couple of clicks.
Check our pricing and start a free 30-day trial today!
Are you new to affiliate marketing?
Join our FREE affiliate marketing master class or check out these affiliate program guides to help you get started on the right foot:
